A national brand can take several practical steps to strengthen their co-op program with digital efforts. From controlling execution to driving adoption, use this checklist to ensure co-op marketing success.

1. CHECKLIST: 5 STEPS TO INTEGRATING
DIGITAL INTO YOUR CO-OP PROGRAM
STEP 1: ANALYZE THE VEHICLES
- Take time to consider and select from the array of available
digital options:
• display
• search
• email
• websites
STEP 2: CONTROL THE EXECUTION
- Ensure you can precisely execute your chosen efforts. This
is especially important when working with mediums that
are auction-based, have legal implications, or are especially
technical, such as:
• search
• email
• websites
• mobile
• local search registration
- Strive to incorporate an educational element for other
mediums:
• display
• daily deals
• social
STEP 3: INTEGRATE TRACKING & ANALYSIS
- Offer a streamlined reporting dashboard that includes both
digital and phone-involved efforts and provides fundamental
information to both the local marketer and the national
brand.
- Carefully identify what metrics should be highlighted for
complete insight, such as:
• clicks
• inbound phone leads
• phone conversions
• phone revenue
- Ensure that these metrics and their significance are fully
understood across your organization.
- Understand who owns website and landing page analytics
- Make sure these can be included in reporting.
STEP 4: SIMPLIFY THE PROCESS
• Make adoption simple by providing a single location/login/
password for all digital (and ideally traditional) activities.
• Integrate all creative and financial components of your co-
op program.
• Provide and carefully emphasize subscription-based
activities.
STEP 5: DRIVE ADOPTION
• Encourage widespread adoption by executing early with a
carefully selected pilot group of influential local marketers.
• Modify reimbursement percentages based on marketing
strategy and adoption levels.
• Actively promote your recommended co-op initiatives in all
corporate communications to resellers.
• Engage your sales force early and often for adequate
support.
• Incentivize your execution vendor to drive adoption on
your behalf.
• Remember that executive-level buy-in is critically
important, especially at live events.
866-446-9914 balihoo.com @balihoo
• online conversions
• online revenue
• total conversions
• total revenue
• mobile
• daily deals
• social
• local search registration
To learn more about Co-op Marketing
success, visit The Co-op Tool Kit:
http://info.balihoo.com/CoopMarketingToolkit